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PREDICTING B2B: Survey highlights a need for focus

PREDICTING B2B: Survey highlights a need for focus

According to Forrester Research’s, ”2025 B2B Growth Predictions,” B28 organizations will look to build on the momentum of 2024 while shifting the focus from experimentation to sustainable growth. The promise of generative Al has driven bold innovations, but 2025 demands a sharper focus on aligning strategies with measurable revenue impact. Companies will need to avoid quick fixes and premature scaling back; focus on strengthening infrastructure, data practices, and customer-centric planning.

CMOS-STRUGGLE-TO-REORGANIZE

CMOS STRUGGLE TO REORGANIZE

Prediction
Half of marketing and sales leaders will fail to address core issues.

Key Data
• only 12% of market leaders believe their teams can meet revenue goals
• 7% feel they have the right skills.

Recommendation
Shift focus from superficial changes to customer-centric strategies, talent enhancement, and process improvement.

IMPATIENCE-WITH-AI-ROI

IMPATIENCE WITH AI ROI RISKS LONG-TERM GROWTH

Prediction
Many enterprises will prematurely reduce AI investments

Key Data
• 49% expect ROI within 1 to 3 years;
• 44% expected in 3 to 5 years.

Recommendation
Develop an AI strategy leveraging unique data and expertise. Balance short- and long-term ROI to sustain reinvestment in AI.

INFLUENCE-BUYING

MILLENNIALS AND GEN Z INFLUENCE B2B BUYING

Prediction
Over 50% of younger buyers will involve 10+ external influencers in decisions.

Key Data
• External sources like online communities and social media are critical.
• External involvement in purchases rose from 30% in 2024 to an expected 50% in 2025.

Recommendation
Engage value networks, enabling influencers to drive buyer decisions.

DIGITAL-CHANNELS-DOMINATE

DIGITAL CHANNELS DOMINATE LARGE PURCHASES

Prediction
Over half of large B2B purchases ($1M+) will occur through digital channels.

KeyData
Self-serve options (websites, marketplaces) will outpace account reps.

Recommendation
Sales teams must transition to guiding and creating positive buying experiences, focusing less on transactional tasks.

DECLINE-IN-GROWTH-STRATEGIES

DECLINE IN PRODUCT LED GROWTH STRATEGIES PARENTHESES (PLG )

Prediction
PLG focus will drop to below 20%.

Key data
• Volatile business environment and tight budgets.
• Organizations prioritize AI-driven growth over PLG.

Recommendation
Shift focus from superficial changes to customer-centric strategies, talent enhancement, and process improvement.

Source: https://www.forrester.com/B2B marketing/

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